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Denmark’s TDC has unveiled a new three-year strategy, featuring brand changes, new tech and a promise to improve customer experience.

The operator has signed up Huawei to upgrade its coaxial network with "Giga COAX" technology that will deliver speeds of 1Gbps.

The two companies said Denmark is the first in the world to attempt a deployment of the Docsis3.1-compliant architecture over an entire cable network.

The upgrade is due to begin this summer and is scheduled for completion by the end of 2017.

TDC said its “ambition” was to offer 10 Mbps to “virtually all addresses” and 100 Mbps to 70 percent of all households by 2018.

CEO and President Pernille Erenbjerg said: “We are opening a super highway of digital entertainment services, where the sky – not the speed – is the limit.

“Already before the end of 2017, half of all Danish households will have access to 1 Gbps speeds – 10 times faster than the political objectives for the year 2020.”

The operator also announced plans merge its YouSee and TDC brands in its home market.

TDC will disappear with YouSee, the country’s leading TV and broadband brand, becoming the new face of its portfolio for retail customers.

Business customers will still be served under the TDC brand, however.

The operator said it would focus more on the SME market, and promised to offer “a broad set of new solutions” beyond mobile and broadband.

Erenbjerg said: “Business customers can look forward to gradually simpler services from us. We will be reducing the complexity significantly, which means that we will be able to benefit from our ability to develop our product portfolio quicker, enabling us to launch new products at a faster pace while simplifying our processes.”

Following the appointment of a Senior Executive Vice President with overall responsibility for customer relations last December, TDC unveiled two new initiatives.

Subscribers will get 24/7 access to customer service and more online self-service options via apps and the web will be launched.

TDC also promised to carry out “a general simplification” of its IT infrastructure.